Category: decision-making

Can neuroscience help identify individuals who are most prone to engage in violent criminal behavior? Will it help the legal system make decisions about sentencing, probation, parole or even court-mandated treatments? A panel of researchers lead by Dr. Russell Poldrack from Stanford University recently reviewed the current state of research and outlined the challenges that need to be addressed for “neuroprediction” to gain traction. The use of scientific knowledge to predict violent behavior is not new. Social factors such as poverty and unemployment increase the risk for engaging in violent behavior. Twin and family studies suggest that genetic factors also significantly contribute to antisocial and violent behavior but the precise genetic mechanisms remain unclear. A substantial amount of research has focused on genetic variants of the MAOA gene (monoamine oxidase A, an enzyme involved in the metabolism of neurotransmitters). Variants of MAOA have been linked to increased violent behavior but these variants are quite common – up to 40% of the US population may express this variant! As pointed out by John Horgan in Scientific American, it is impossible to derive meaningful predictions of individual behavior based on the presence of such common gene variants.

One fundamental problem of using social and genetic predictors of criminal violent behavior in the legal setting is the group-to-individual problem. Carrying a gene or having been exposed to poverty as a child may increase the group risk for future criminal behavior but it tells us little about an individual who is part of the group. Most people who grow up in poverty or carry the above-mentioned MAOA gene variant do not engage in criminal violent behavior. Since the legal system is concerned with an individual’s guilt and his/her likelihood to commit future violent crimes, group characteristics are of little help. This is where brain imaging may represent an advancement because it can assess individual brains. Imaging individual brains might provide much better insights into a person’s brain function and potential for violent crimes than more generic assessments of behavior or genetic risk factors.

Poldrack and colleagues cite a landmark study published in 2013 by Eyal Aharoni and colleagues in which 96 adult offenders underwent brain imaging with a mobile MRI scanner before being released from one of two New Mexico state correctional facilities. The prisoners were followed for up to four years after their release and the rate of being arrested again was monitored.

This study found that lower activity in the anterior cingulate cortex (ACC- an area of the brain involved in impulse control) was associated with a higher rate being arrested again (60% in participants with lower ACC activity, 46% in those with higher ACC activity). The sample size and rate of re-arrest was too small to see what the predictive accuracy was for violent crime re-arrests (as opposed to all re-arrests). Poldrack and colleagues lauded the study for dealing with the logistics of performing such complex brain imaging studies by using a mobile MRI scanner at the correctional facilities as well as prospectively monitoring their re-arrest rate. However, they also pointed out some limitations of the study in terms of the analysis and the need to validate the results in other groups of subjects.

Brain imaging is also fraught with the group-to-individual problem. Crude measures such as ACC activity may provide statistically significant correlations for differences between groups but do not tell us much about how any one individual is likely to behave in the future. The differences in the re-arrest rates between the high and low ACC activity groups are not that profound and it is unlikely that they would be of much use in the legal system. So is there a future for “neuroprediction” when it comes to deciding about the sentencing or parole of individuals?

Poldrack and colleagues outline some of the challenges of brain imaging for neuroprediction. One major challenge is the issue of selecting subjects. Many people may refuse to undergo brain imaging and it is quite likely that those who struggle with impulse control and discipline may be more likely to refuse brain scanning or move during the brain scanning process and thus distort the images. This could skew the results because those most likely to succumb to impulse control may never be part of the brain imaging studies. Other major challenges include using large enough and representative sample sizes, replicating studies, eliminating biases in the analyses and developing a consensus on the best analytical methods. Addressing these challenges would advance the field.

It does not appear that neuroprediction will become relevant for court cases in the near future. The points outlined by the experts remind us that we need to be cautious when interpreting brain imaging data and that solid science is required for rushing to premature speculations and hype about using brain scanners in court-rooms.

Just a few years ago, the onslaught of digital books seemed unstoppable. Sales of electronic books (E-books) were surging, people were extolling the convenience of carrying around a whole library of thousands of books on a portable digital tablet, phones or E-book readers such as the Amazon Kindle. In addition to portability, E-books allow for highlighting and annotating of key sections, searching for keywords and names of characters, even looking up unknown vocabulary with a single touch. It seemed only like a matter of time until E-books would more or less wholly replace old-fashioned physical books. But recent data seems to challenge this notion. A Pew survey released in 2016 on the reading habits of Americans shows that E-book reading may have reached a plateau in recent years and there is no evidence pointing towards the anticipated extinction of physical books.

The researchers Ozgun Atasoy and Carey Morewedge from Boston University recently conducted a study which suggests that one reason for the stifled E-book market share growth may be that consumers simply value physical goods more than digital goods. In a series of experiments, they tested how much consumers value equivalent physical and digital items such as physical photographs and digital photographs or physical books and digital books. They also asked participants in their studies questions which allowed them to infer some of the psychological motivations that would explain the differences in values.

In one experiment, a research assistant dressed up in a Paul Revere costume asked tourists visiting Old North Church in Boston whether they would like to have their photo taken with the Paul Revere impersonator and keep the photo as a souvenir of the visit. Eighty-six tourists (average age 40 years) volunteered and were informed that they would be asked to donate money to a foundation maintaining the building. The donation could be as low as $0, and the volunteers were randomly assigned to either receiving a physical photo or a digital photo. Participants in both groups received their photo within minutes of the photo being taken, either as an instant-printed photograph or an emailed digital photograph. It turned out that the participants randomly assigned to the digital photo group donated significantly less money than those in the physical photo group (median of $1 in the digital group, $3 in the physical group).

In fact, approximately half the participants in the digital group decided to donate no money. Interestingly, the researchers also asked the participants to estimate the cost of making the photo (such as the costs of the Paul Revere costume and other materials as well as paying the photographer). Both groups estimated the cost around $3 per photo, but despite this estimate, the group receiving digital photos was much less likely to donate money, suggesting that they valued their digital souvenir less.

In a different experiment, the researchers recruited volunteer subjects (100 subjects, mean age 33) online using a web-based survey in which they asked participants how much they would be willing to pay for a physical or digital copy of either a book such as Harry Potter and the Sorcerer’s Stone (print-version or the Kindle E-book version) or a movie such as The Dark Knight (DVD or the iTunes digital version). Participants were also asked how much “personal ownership” they would feel for the digital versus the corresponding physical items by completing a questionnaire scored with responses ranging from “strongly agree” to “strongly disagree” to statements such as “feel like it is mine”. In addition to these ownership questions, they also indicated how much they thought they would enjoy the digital and physical versions.

The participants were willing to pay significantly more for the physical book and physical DVD than for the digital counterparts even though they estimated that the enjoyment of either version would be similar. It turned out that participants also felt a significantly stronger sense of personal ownership when it came to the physical items and that the extent of personal ownership correlated nicely with the amount they were willing to pay.

To assess whether a greater sense of personal ownership and control over the physical goods was a central factor in explaining the higher value, the researchers than conducted another experiment in which participants (275 undergraduate students, mean age of 20) were given a hypothetical scenario in which they were asked how much they would be willing to pay for either purchasing or renting textbooks in their digital and print formats. The researchers surmised that if ownership of a physical item was a key factor in explaining the higher value, then there should not be much of a difference between the estimated values of physical and digital textbook rentals. You do not “own” or “control” a book if you are merely renting it because you will have to give it up at the end of the rental period anyway. The data confirmed the hypothesis. For digital textbooks, participants were willing to pay the same price for a rental or a purchase (roughly $45), whereas they would pay nearly twice that for purchasing a physical textbook ($88). Renting a physical textbook was valued at around $59, much closer to the amount the participants would have paid for the digital versions.

This research study raises important new aspects for the digital economy by establishing that consumers likely value physical items higher and by also providing some insights into the underlying psychology. Sure, some of us may like physical books because of the tactile sensation of thumbing through pages or being able to elegantly display are books in a bookshelf. But the question of ownership and control is also an important point. If you purchase an E-book using the Amazon Kindle system, you cannot give it away as a present or sell it once you are done, and the rules for how to lend it to others are dictated by the Kindle platform. Even potential concerns about truly “owning” an E-book are not unfounded as became apparent during the infamous “1984” E-book scandal, when Amazon deleted purchased copies of the book – ironically George Orwell’s classic which decries Big Brother controlling information –from the E-book readers of its customers because of some copyright infringement issues. Even though the digital copies of 1984 had been purchased, Amazon still controlled access to the books.

Digital goods have made life more convenient and also bring with them collateral benefits such as environment-friendly reduction in paper consumption. However, some of the issues of control and ownership associated with digital goods need to be addressed to build more trust among consumers to gain more widespread usage.

The short story “Anekdote zur Senkung der Arbeitsmoral” (“An anecdote about the lowering of work ethic”) is one of the most famous stories written by the German author Heinrich Böll. In the story, an affluent tourist encounters a poorly clad fisherman who is comfortably napping in his boat. The assiduous tourist accidentally wakes up the fisherman while taking photos of the peaceful scenery – blue sky, green sea, fisherman with an old-fashioned hat – but then goes on to engage the lounging fisherman in a conversation. The friendly chat gradually turns into a sermon in which the tourist lectures the fisherman about how much more work he could be doing, how he could haul in more fish instead of lazing about, use the profits to make strategic investments, perhaps even hire employees and buy bigger boats in a few years. To what end, the fisherman asks. So that you could peacefully doze away at the beach, enjoying the beautiful sun without any worries, responds the enthusiastic tourist.

I remembered Böll’s story which was written in the 1960s – during the post-war economic miracle years (Wirtschaftswunder) when prosperity, efficiency and growth had become the hallmarks of modern Germany – while recently reading the book “Du sollst nicht funktionieren” (“You were not meant to function”) by the German author and philosopher Ariadne von Schirach. In this book, von Schirach criticizes the contemporary obsession with Selbstoptimierung (self-optimization), a term that has been borrowed from network theory and computer science where it describes systems which continuously adapt and “learn” in order to optimize their function. Selbstoptimierung is now used in a much broader sense in German culture and refers to the desire of individuals to continuously “optimize” their bodies and lives with the help of work-out regimens, diets, self-help courses and other processes. Self-optimization is a routine learning process that we all engage in. Successful learning of a new language, for example, requires continuous feedback and improvement. However, it is the continuous self-optimization as the ultimate purpose of life, instead of merely serving as a means to an end that worries von Schirach.

She draws on many examples from Körperkult (body-cult), a slavish worship of the body that gradually replaces sensual pleasure with the purpose of discipling the body. Regular exercise and maintaining a normal weight are key factors for maintaining health but some individuals become so focused on tracking steps and sleep duration on their actigraphs, exercising or agonizing about their diets that the initial health-related goals become lose their relevance. They strive for a certain body image and resting heart rates and to reach these goals they indulge in self-discipline to maximize physical activity and curb appetite. Such individuals rarely solicit scientific information as to the actual health benefits of their exercise and food regimens and might be surprised to learn that more exercise and more diets do not necessarily lead to more health. The American Heart Association recommends roughly 30-45 minutes of physical activity daily to reduce high blood pressure and the risk of heart attacks and stroke. Even simple and straightforward walking is sufficient to meet these goals, there is no need for two-hour gym work-outs.

Why are we becoming so obsessed with self-optimization? Unfortunately, von Schirach’s analysis degenerates into a diffuse diatribe against so many different elements of contemporary culture. Capitalist ideology, a rise in narcissism and egotism, industrialization and the growing technocracy, consumerism, fear of death, greed, monetization of our lives and social media are among some of the putative culprits that she invokes. It is quite likely that many of these factors play some role in the emerging pervasiveness of the self-optimization culture – not only in Germany. However, it may be useful to analyze some of the root causes and distinguish them from facilitators. Capitalist ideology is very conducive to a self-optimization culture. Creating beauty and fitness targets as well as laying out timelines to achieve these targets is analogous to developing corporate goals, strategies and milestones. Furthermore, many corporations profit from our obsession with self-optimization. Companies routinely market weight regimens, diets, exercise programs, beauty products and many other goods or services that generate huge profits if millions of potential consumers buy into the importance of life-long self-optimization. They can set the parameters for self-optimization – ideal body images – and we just obey. According to the German philosopher Byung-Chul Han, such a diffusion of market logic and obedience to pre-ordained parameters and milestones into our day-to-day lives results in an achievement society which ultimately leads to mental fatigue and burnout. In the case of “working out”, it is telling that a supposedly leisure physical activity uses the expression “work”, perhaps reminding us that the mindset of work persists during the exercise period.

But why would we voluntarily accept these milestones and parameters set by others? One explanation that is not really addressed by von Schirach is that obsessive self-optimization with a focus on our body may represent a retreat from the world in which we feel disempowered. Those of us who belong to the 99% know that our voices are rarely heard or respected when it comes to most fundamental issues in society such as socioeconomic inequality, rising intolerance and other forms of discrimination or prejudice. When it comes to our bodies, we may have a sense of control and empowerment that we do not experience in our work or societal roles. Self-discipline of our body gives our life a purpose with tangible goals such as lose x pounds, exercise y hours, reduce your resting heart rate by z.

Self-optimization may be a form of Ersatzempowerment but it comes at a great cost. As we begin to retreat from more fundamental societal issues and instead focus on controlling our bodies, we also gradually begin to lose the ability to dissent and question the meaning of actions. Working-out and dieting are all about How, When and What – how do I lose weight, what are my goals, when am I going to achieve it. The most fundamental questions of our lives usually focus on the Why – but self-optimization obsesses so much about How, When and What that one rarely asks “Why am I doing this?” Yet it is the Why that gives our life meaning, and self-optimization perhaps illustrates how a purpose-driven life may lose its meaning. The fisherman prompted the tourist to think about the Why in Böll’s story and perhaps we should do the same to avoid the trap of an obsessive self-optimization culture.

Would you rather receive $100 today or wait for a year and then receive $150? The ability to delay immediate gratification for a potentially greater payout in the future is associated with greater wealth. Several studies have shown that the poor tend to opt for immediate rewards even if they are lower, whereas the wealthy are willing to wait for greater rewards. One obvious reason for this difference is the immediate need for money. If food has to be purchased and electricity or water bills have to be paid, then the instant “reward” is a matter of necessity. Wealthier people can easily delay the reward because their basic needs for food, shelter and clothing are already met.

Unfortunately, escaping from poverty often requires the ability to delay gratification for a greater payout in the future. Classic examples are the pursuit of higher education and the acquisition of specialized professional skills which can lead to better-paying jobs in the future. Attending vocational school, trade school or college paves the way for higher future wages, but one has to forego income during the educational period and even incur additional debt by taking out educational loans. Another example is of delayed gratification is to invest capital – whether it is purchasing a farming tool that increases productivity or investing in the stock market – which in turn can yield greater pay-out. However, if the poor are unable to pursue more education or make other investments that will increase their income, they remain stuck in a vicious cycle of increasing poverty.

Understanding the precise reasons for why people living in poverty often make decisions that seem short-sighted, such as foregoing more education or taking on high-interest short-term loans, is the first step to help them escape poverty. The obvious common-sense fix is to ensure that the basic needs of all citizens – food, shelter, clothing, health and personal safety – are met, so that they no longer have to use all new funds for survival. This is obviously easier in the developed world, but it is not a trivial matter considering that the USA – supposedly the richest country in the world – has an alarmingly high poverty rate. It is estimated that more than 40 million people in the US live in poverty, fearing hunger and eviction from their homes. But just taking care of these basic needs may not be enough to help citizens escape poverty. A recent research study by Jon Jachimowicz at Columbia University and his colleagues investigated “myopic” (short-sighted) decision-making of people with lower income and identified an important new factor: community trust.

The researchers first used an online questionnaire (647 participants) to assess trust and asked participants to choose between a payoff in the near future that is smaller and a larger pay-off in the distant future. They also measured community trust by asking participants to agree or disagree with statements such as “There are advantages to living in my neighborhood” or I would like my child(ren) to be raised in the neighborhood I currently live in”. They found that lower income participants were more likely to act in a short-sighted manner if they had low levels of trust in their communities. In a second online experiment, the researchers recruited roughly 100 participants from each state in the US and assessed their community trust levels. They then obtained real-world data on payday loans – a sign of very short-sighted financial decision-making because people take out cash advances at extraordinarily high interest rates that have to be paid back when they get their paycheck – for each state. They found that the average community trust for each state was related to the use of payday loans. In states with high average community trust ratings, people were less likely to take out these payday loans, and this trend remained even when the researchers took into account unemployment rates and savings rates for each state.

Even though these findings all pointed to a clear relationship between community trust and sound financial decision-making, the results did not prove that increased community trust is an underlying cause that helps improve the soundness of financial decisions. To test this relationship in a real-world setting, the researchers conducted a study in rural Bangladesh by collaborating with an international development organization based in Bangladesh. The vast majority of participants in this study were poor even by Bangladeshi standards, earning less than $1/day per household member. The researchers adapted the community trust questionnaire and the assessment of financial decision-making for the rural population, with live interviewers asking the questions and filling out the responses for the participants. After assessing community trust and the willingness to delay financial rewards for greater payouts in the future, half of the participants received a two year intervention to increase community trust. This intervention involved volunteers from the community that acted as intermediaries between the local government and the rural population, providing input into local governance and community-level decisions (for example in the distribution of social benefits and the allocation of funds for development projects).

At the end of the two year period, participants who had received the community intervention showed significant increases in their community trust levels and they also improved their financial decision-making. They were more likely to forego immediate lower financial rewards for greater future rewards when compared to the villagers who did not receive any special intervention.

By combining correlational data from the United States with an actual real-world intervention to build community trust, the researchers show how important it is to build trust when we want to help fellow humans escape the “poverty trap“. This is just an initial study with a limited group of participants and a narrow intervention that needs to be replicated in other societies and with long-term observation of the results to see how persistent the effects are. But the results should make all of us realize that just creating “jobs, jobs, jobs” is not enough. We need to invest in the infrastructures of communities and help citizens realize that they are respected members of society with a voice. Empowering individuals and ensuring their safety, dignity and human rights are necessary steps if we are serious about battling poverty.

Less than one fifth of PhD students in the United States will be able to pursue tenure track academic faculty careers once they graduate from their program. Reduced federal funding for research and dwindling support from the institutions for their tenure-track faculty are some of the major reasons for why there is such an imbalance between the large numbers of PhD graduates and the limited availability of academic positions. Upon completing the program, PhD graduates have to consider non-academic job opportunities such as in the industry, government agencies and non-profit foundations but not every doctoral program is equally well-suited to prepare their graduates for such alternate careers. It is therefore essential for prospective students to carefully assess the doctoral program they want to enroll in and the primary mentor they would work with. The best approach is to proactively contact prospective mentors, meet with them and learn about the research opportunities in their group but also discuss how completing the doctoral program would prepare them for their future careers.

The vast majority of professors will gladly meet a prospective graduate student and discuss research opportunities as well as long-term career options, especially if the student requesting the meeting clarifies the goal of the meeting. However, there are cases when students wait in vain for a response. Is it because their email never reached the professor because it got lost in the internet ether or a spam folder? Was the professor simply too busy to respond? A research study headed by Katherine Milkman from the University of Pennsylvania suggests that the lack of response from the professor may in part be influenced by the perceived race or gender of the student.

Milkman and her colleagues conducted a field experiment in which 6,548 professors at the leading US academic institutions (covering 89 disciplines) were contacted via email to meet with a prospective graduate student. Here is the text of the email that was sent to each professor.

Subject Line: Prospective Doctoral Student (On Campus Next

Monday)

Dear Professor [surname of professor inserted here],

I am writing you because I am a prospective doctoral student with considerable interest in your research. My plan is to apply to doctoral programs this coming Fall, and I am eager to learn as much as I can about research opportunities in the meantime.

I will be on campus next Monday, and although I know it is short notice, I was wondering if you might have 10 minutes when you would be willing to meet with me to briefly talk about your work and any possible opportunities for me to get involved in your research. Any time that would be convenient for you would be fine with me, as meeting with you is my first priority during this campus visit.

Thank you in advance for your consideration.

Sincerely,

[Student’s full name inserted here]

As a professor who frequently receives emails from people who want to work in my laboratory, I feel that the email used in the research study was extremely well-crafted. The student only wants a brief meeting to explore potential opportunities without trying to extract any specific commitment from the professor. The email clearly states the long-term goal – applying to doctoral programs. The tone is also very polite and the student expresses willingness of the prospective student to a to the professor’s schedule. Each email was also personally addressed with the name of the contacted faculty member.

Milkman’s research team then assessed whether the willingness of the professors to respond depended on the gender or ethnicity of the prospective student. Since this was an experiment, the emails and student names were all fictional but the researchers generated names which most readers would clearly associate with a specific gender and ethnicity.

Here is a list of the names they used:

White male names: Brad Anderson, Steven Smith

White female names: Meredith Roberts, Claire Smith

Black male names: Lamar Washington, Terell Jones

Black female names: Keisha Thomas, Latoya Brown

Hispanic male names: Carlos Lopez, Juan Gonzalez

Hispanic female names: Gabriella Rodriguez, Juanita Martinez

Indian male names: Raj Singh, Deepak Patel

Indian female names: Sonali Desai, Indira Shah

Chinese Male names; Chang Huang, Dong Lin

Chinese female names: Mei Chen, Ling Wong

The researchers assessed whether the professors responded (either by agreeing to meet or providing a reason for why they could not meet) at all or whether they simply ignored the email and whether the rate of response depended on the ethnicity/gender of the student.

The overall response rate of the professors ranged from about 60% to 80%, depending on the research discipline as well as the perceived ethnicity and gender of the prospective student. When the emails were signed with names suggesting a white male background of the student, professors were far less likely to ignore the email when compared to those signed with female names or names indicating an ethnic minority background. Professors in the business sciences showed the strongest discrimination in their response rates. They ignored only 18% of emails when it appeared that they had been written by a white male and ignored 38% of the emails if they were signed with names indicating a female gender or ethnic minority background. Professors in the education disciplines ignored 21% of emails with white male names versus 35% with female or minority names. The discrimination gaps in the health sciences (33% vs 43%) and life sciences (32% vs 39%) were smaller but still significant, whereas there was no statistical difference in the humanities professor response rates. Doctoral programs in the fine arts were an interesting exception where emails from apparent white male students were more likely to be ignored (26%) than those of female or minority candidates (only 10%).

The discrimination primarily occurred at the initial response stage. When professors did respond, there was no difference in terms of whether they were able to make time for the student. The researchers also noted that responsiveness discrimination in any discipline was not restricted to one gender or ethnicity. In business doctoral programs, for example, professors were most likely to ignore emails with black female names and Indian male names. Significant discrimination against white female names (when compared to white males names) predicted an increase in discrimination against other ethnic minorities. Surprisingly, the researchers found that having higher representation of female and minority faculty at an institution did not necessarily improve the responsiveness towards requests from potential female or minority students.

This carefully designed study with a large sample size of over 6,500 professors reveals the prevalence of bias against women and ethnic minorities at the top US institutions. This bias may be so entrenched and subconscious that it cannot be remedied by simply increasing the percentage of female or ethnic minority professors in academia. Instead, it is important that professors understand that they may be victims of these biases even if they do not know it. Something as simple as deleting an email from a prospective student because we think that we are too busy to respond may be indicative of an insidious gender or racial bias that we need to understand and confront. Increased awareness and introspection as well targeted measures by institutions are the important first steps to ensure that students receive the guidance and mentorship they need, independent of their gender or ethnic background.

It does not come as a surprise that background music in a café helps create the ambience and affects how much customers enjoy sipping their cappuccinos. But recent research suggests that the choice of lyrics can even impact the social behavior of customers. The researcher Nicolas Ruth and his colleagues from the University of Würzburg (Bavaria, Germany) assembled a playlist of 18 songs with pro-social lyrics which they had curated by surveying 74 participants in an online questionnaire as to which songs conveyed a pro-social message. Examples of pro-social songs most frequently nominated by the participants included “Imagine” by John Lennon or “Heal the World” by Michael Jackson. The researchers then created a parallel playlist of 18 neutral songs by the same artists in order to truly discern the impact of the pro-social lyrics.

Here is an excerpt of both playlists

Artist Pro-social playlist Neutral playlist

P!nk Dear Mr. President Raise Your Glass

John Lennon Imagine Stand By Me

Michael Jackson Heal the World Dirty Diana

Nicole Ein bisschen Frieden Alles nur für dich

Pink Floyd Another Brick in the Wall Wish You Were Here

Scorpions Wind of Change Still Loving You

Wiz Khalifa See You Again Black and Yellow

The researchers then arranged for either the neutral or the pro-social playlist to be played in the background in a Würzburg café during their peak business hours and to observe the behavior of customers. The primary goal of the experiment was to quantify the customers’ willingness to pay a surcharge of 0.30 Euros for fair trade coffee instead of regular coffee. Fair trade coffee is more expensive because it is obtained through organizations which offer better trading conditions to coffee bean farmers, prohibit child labor and support sustainable farming practices. Information about fair trade coffee was presented on a blackboard in the center of the café so that all customers would walk past it and the server was trained by the researchers to offer the fair trade surcharge in a standardized manner. The server also waited for a minimum of six minutes before taking the orders of guests so that they would be able to hear at least two songs in the background. During the observation period, 123 customers heard the prosocial playlist whereas 133 heard the neutral playlist.

The effect of this brief exposure to prosocial songs was quite remarkable. The percentage of customers who opted for the more expensive fair trade coffee option doubled when they head prosocial songs! Only 18% of customers hearing the neutral playlist were willing to pay the extra 0.30 Euros – even though they had also seen the information board about the benefits of fair trade coffee – but 38% of the customers hearing prosocial songs opted for the fair trade option.

Interestingly, hearing prosocial songs did not affect the tipping behavior of the customers. Independent of what music was playing in the background, customers tipped the server roughly 12% of the bill. This is in contrast to a prior study conducted in a French restaurant in which hearing prosocial songs increased the tipping behavior. One factor explaining the difference could be the manner by which the songs were selected. The French study specifically created a playlist of prosocial songs with French lyrics whereas the Würzburg playlist contained mostly English-language songs, often with global themes such as world peace, brotherhood and abolishing boundaries. Supporting fair trade may be more consistent with the images evoked by these global-themed songs than increased tipping of a server in Germany. It is also important to note that servers or waiters in Germany are comparatively well-compensated by restaurants and cafés, therefore they do not really depend on their income from tips.

The Würzburg experiment raises some intriguing questions about how music – either consciously or subconsciously – affects our immediate decision-making. The researchers went to great lengths to minimize confounding factors by matching up songs from the same artists in both playlists. Their work is also one of the first examples of a field study in a real-world setting because prior studies linking music and pro-social behavior have been mostly conducted in laboratory settings where pro-social behavior is experimentally simulated. But one also needs to consider some caveats before generalizing the results of the study.

Würzburg is a university town where students represent a significant proportion of the population. The researchers estimated that more than 40% of the customers were in their 20s, consistent with a principal student clientele which may be more mindful of the importance of fair trade. The history of Würzburg is also noteworthy because more than 80% of the city was destroyed in a matter of minutes during the Second World War when the British Royal Air force firebombed this predominantly civilian city and killed an estimated 5,000 residents. Residents of the city may be therefore especially sensitive to songs and imagery that evoke the importance of peace and the perils of war.

Some of the next steps in exploring this fascinating link between background music and behavior is to replicate the findings in other cities and also with participants from varying age groups and cultural backgrounds. Another avenue of research could be to assess whether the content of the lyrics affects distinct forms of behavior. Are there some prosocial songs which would increase local prosocial behavior such as tipping or supporting local charities whereas others may increase global social awareness? How long do the effects of the music last? Are customers consciously aware of the lyrics they are hearing in the background or are they just reacting subconsciously? The number of questions raised by this study shows us how exciting the topic is and that we will likely see more field studies in the years to come that will enlighten us.

Can shame be good for you? We often think of shame as a shackling emotion which thwarts our individuality and creativity. A sense of shame could prevent us from choosing a partner we truly love, speaking out against societal traditions which propagate injustice or pursuing a profession that is deemed unworthy by our peers. But if shame is so detrimental, why did we evolve with this emotion? A team of researchers led by Daniel Sznycer from the Center for Evolutionary Psychology at the University of California, Santa Barbara recently published a study in the Proceedings of the National Academy of Sciences which suggests that shame is an important evolutionary adaptation. According to their research which was conducted in the United States, Israel and India, the sense of shame helps humans avoid engaging in acts that could lead to them being devalued and ostracized by their community.

A Belgian Iron ‘scolds bridle’ or ‘branks’ mask, with bell, used to publicly humiliate and punish, mainly women, for speaking out against authority, nagging, brawling with neighbors, blaspheming or lying via Wellcome Images

For their first experiment, the researchers enrolled participants in the USA (118 participants completed the study; mean age of 36; 53% were female) and India (155 participants completed the study, mean age of 31, 38% were female) using the online Amazon Mechanical Turk crowdsourcing platform as well as 165 participants from a university in Israel (mean age of 23; 81% female). The participants were randomly assigned to two groups and presented with 29 scenarios: The “shame group” participants were asked to rate how much shame they would experience if they lived through any given scenario and whereas the “audience group” participants were asked how negatively they would rate a third-party person of the same age and gender as the participants in an analogous scenario.

Here is a specific scenario to illustrate the study design:

Male participants in the “shame group” were asked to rate “At the wedding of an acquaintance, you are discovered cheating on your wife with a food server” on a scale ranging from 1 (no shame at all) to 7 (a lot of shame).

Female participants in the “shame group” were asked to rate “At the wedding of an acquaintance, you are discovered cheating on your husband with a food server” on a scale ranging from 1 (no shame at all) to 7 (a lot of shame).

Male participants in the “audience group”, on the other hand, were asked to rate “At the wedding of an acquaintance, he is discovered cheating on his wife with a food server” on a scale ranging from 1 (I wouldn’t view him negatively at all) to 7 (I’d view him very negatively).

Female participants in the “audience group” rated “At the wedding of an acquaintance, she is discovered cheating on her husband with a food server” on a scale ranging from 1 (I wouldn’t view her negatively at all) to 7 (I’d view her very negatively).

To give you a sense of the breadth of scenarios that the researchers used, here are some more examples:

You stole goods from a shop owned by your neighbor.

You cannot support your children economically.

You get into a fight in front of everybody and your opponent completely dominates you with punch after punch until you’re knocked out.

You receive welfare money from the government because you cannot financially support your family.

You are not generous with others.

For each of the 29 scenarios, the researchers created gender-specific “shame” and “audience” versions. The “audience group” reveals how we rate the bad behavior of others (devaluation) whereas the “shame group” provides information into how much shame we feel if we engage in that same behavior. By ensuring that participants only participated in one of the two groups, the researchers were able to get two independent scores – shame versus devaluation – for each scenario.

The key finding of this experiment was that the third-party devaluation scores were highly correlated with the shame scores in all three countries. For example, here are the mean “shame scores” for the wedding infidelity scenario indicating that people in all three countries would have experienced a lot of shame:

USA: 6.5

India: 5.7

Israel: 6.7

The devaluation scores from the third-party “audience group” suggested that people viewed the behavior very negatively:

USA: 6.4

India: 5.1

Israel: 6.6

For nearly all the scenarios, the researchers found a surprisingly strong correlation between devaluation and shame and they also found that the correlation was similarly strong in each of the surveyed countries.

The researchers then asked the question whether this correlation between personal shame and third-party negative valuation was unique to the shame emotion or whether other negative emotions such as anxiety or sadness would also correlate equally well with devaluation. This experiment was only conducted with the participants in the USA and India. The researchers found that even though the fictitious scenarios elicited some degree of anxiety and sadness in the participants, the levels of anxiety or sadness were not significantly correlated with the extent of devaluation. The researchers interpreted these results as suggesting that there is something special about shame because it tracks so closely with how bad behavior is perceived by others whereas sadness or anxiety do not.

How do these findings inform our view on the evolutionary role of shame? The researchers suggest that instead of designating shame as an “ugly” emotion, it is instead an excellent predictor of how our peers would view our behaviors and thus deter us from making bad choices that could undermine our relationships with members of our community. The strong statistical correlations between shame and negative valuation of the behaviors as well as the universality of this link in the three countries indeed support the conclusions of the researchers. However, there are also so important limitations of these studies. As with many evolutionary psychology studies, it is not easy to ascribe a direct cause-effect relationship based on a correlation. Does devaluation lead to evolving a shame mechanism or is it perhaps the other way around? Does a sense of shame lead to a societal devaluation of certain behaviors such as dishonesty? It is also possible that the participants in the audience group responded with the concept of “shame” in the back of their mind even though they were not asked to directly comment on how shameful the act was. Perhaps their third-party assessments of how bad the behavior was were clouded by their own perceptions of how shameful the behavior would be if they themselves had engaged in it.

Another limitation of the study is that the participants represented a young subgroup of society. The mean ages of 23 (Israel), 31 (India) and 36 (USA) as well as the use of an online Amazon Mechanical Turk questionnaire means that the study results predominantly reflect the views of Millennials. The similarities of the shame and devaluation scores in three distinct cultures are among the most remarkable findings of these studies. However, perhaps they are more reflective of a global convergence of values among the Millennial generation than an underlying evolutionary conservation of an adaptive mechanism.

These limitations should not detract from the provocative questions raised by the studies. They force us to rethink how we view shame. Like all adaptive defense mechanisms, shame could go awry. Our immune function, for example, is an essential defense mechanism but an unfettered immune response can destroy the very body it is trying to protect. Perhaps shame acts in a similar fashion. A certain level of shame could help us function in society by promoting certain moral values such as justice, honesty or generosity. But an excess of shame may become a maladaptive prison which compromises our individuality.

Sznycer D, Tooby J, Cosmides L, Porat R, Shalvi S, & Halperin E (2016). Shame closely tracks the threat of devaluation by others, even across cultures. Proceedings of the National Academy of Sciences of the United States of America PMID: 26903649